Hardbite and Mailroom Vodka are taking the concept of bar snack to a different level with the launch of their co-branded Spicy Caesar LTO, a potato-chip riff on the classic Canadian cocktail.

With the seasonal SKU, both brands are looking to tap into consumer demand for flavour-forward, experience-driven snacking and the success of cross-category collaborations in the CPG space.

The Spicy Caesar flavour will only be available through a national contest giveaway as the brands seek to boost trial and social amplification. Toronto’s Pretend Agency handled creative, digital and XM for the collaboration that includes an Instagram led digital campaign. 

Nicoletta Millis, head of marketing for Topikos Spirit & Bev Co., the distributor and broker that developed the premium vodka, tells strategy that the contesting approach has the potential to drive meaningful consumer engagement by turning passive interest into active participation.

“It was a very natural fit [as] both Hardbite and Mailroom are proudly Canadian-owned and appeal to the millennial and older Gen Z consumers who enjoy embracing offline moments with a premium snack and a premium beverage,” Millis says.

“Flavour innovation is a key pillar for Hardbite,” adds Anna Hewstan, senior marketing manager for Hardbite parent company Naturally Homegrown Foods. “Classic potato chip flavours are important, but we often find ourselves experimenting with flavour profiles on the emerging scale.”

Packaging design for the collaboration, Hewstan says, followed Hardbite’s template of a black background with an outdoor scene, while Mailroom “brought their flair to the image” by depicting friends gathering for a shared experience. 

The launch is timed to tap into seasonal momentum around patio season, cottaging and long weekends.

Both brands are seeding the product with tastemakers across Canada in an effort to generate excitement, fuel authentic word-of-mouth and extend the campaign’s reach.

The target audience is culturally aware and socially connected 19- to 35-year-olds who value local, high-quality products, according to the release. PublicRealm is responsible for PR and partnerships.